IMPACT OF DIGITAL TECHNOLOGY ON CONSUMER BEHAVIOR

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The digital Media has enhanced the market for online retailers, store, grocery stores hence now customer will have a lot of options to choose from, if the consumer had a good experience of online shopping, then it would definitely go for the next purchase from them if their tailored demand is not meet and experience was worst then consumer will probably be going to switch the brand and the previous brand will lose the market share. Consumer has higher expectations from the companies which has alter their behavior towards the online purchase. The digital technology basically has given more power to consumer in terms of access to products and services and in terms of access of all the information regarding products and services. The digital platforms have opened new channels for communication between brands and consumers where they can access brands easily and provide their valuable input and feedback.

Benefits of having digital technology on Consumer behavior

·       Consumers Awareness has increased through digital media

·       Fast Communication

·       Order online in just one click

·       Reviews and opinions help consumer to decide which brand to go for

·       It also helps in decision making when comparing the brands through digital media

·       They have unlimited access to all the information without any time frame. They can access products and services any time and any place.

·       New communication channels

 


Drawbacks having digital technology on Consumer behavior

·       Bad personal Experiences create perception about any brand

·       Social media influencer gives paid reviews for any brand that might be not authentic brand to go for.

·       Data theft issues

·       Digital media manipulation

·       Issues of privacy

·       Cyber crime

·       Copying of work or plagiarism

·       Fake and false profiles

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